MARKETING RESEARCH OF THE CONSUMER MARKET OF ‘NOVA POSHTA’ UNDER CONDITIONS OF DIGITALIZATION, GLOBALIZATION, AND MARTIAL LAW

Abstract

The article presents a comprehensive marketing study of the consumer market of the enterprise “Nova Poshta” under conditions of digitalization, globalization, and martial law. The relevance of the topic is substantiated by dynamic changes in customer behavior, increasing competition in the logistics services market, and the necessity to enhance customer orientation. The purpose of the study is to identify the key factors that determine consumers’ choice of a logistics partner, assess customer satisfaction, and determine directions for improving the company’s marketing strategy. A systematic and analytical approach was used, along with secondary data and industry research analysis. The study highlights the specifics of consumer behavior of “Nova Poshta” clients during the war, when demand shifted toward online delivery, flexible tariff solutions, and digital communication channels. Key customer groups–private and corporate–are identified along with their motivational factors: speed, reliability, accessibility of service points, mobile application, and service quality. Survey results indicate that customer satisfaction is over 80% based on the Net Promoter Score (NPS). The role of innovations in marketing research is emphasized, including CRM systems, social analytics, the "Green Delivery" project, warehouse automation, and unmanned delivery solutions. It shows that during wartime, marketing research became a key tool for strategic business adaptation, allowing quick responses to demand changes, sustaining customer loyalty, and ensuring competitiveness. The analysis of the company’s international expansion from 2022 to 2025 (in Poland, Lithuania, Germany, Czech Republic, and Romania) reveals the emergence of a new consumer behavior model. The study demonstrates that marketing research enhances service quality and fosters a sustainable brand that integrates innovation, environmental friendliness, and social responsibility. In conclusion, systematic marketing research is vital for "Nova Poshta’s" development, providing strategic flexibility, enhancing customer loyalty, and enabling adaptation to market and geopolitical challenges.